Beats Electronics

gfgdfStep 1: Introduction

Beats Electronics, now a major division of Apple, is one of the largest and successful growing technology companies in the world. Its success may be attributed to their strategic branding approach to business. By viewing their own business from the perspective of various artists, this allowed Beats Electronics to gather organization wide information to create products that ultimately satisfy the unmet needs and wants of their consumers. This paper begins by outlining how the corporations branding approach allowed them to grow in stature, why they deployed this marketing concept and then considers the impact that the marketing strategy has on its consumers and the organisation as a whole.

Step 2: Concept identification

• Beats electronics "controls almost 70% of the market for premium headphones"

CONCEPT IS EITHER BRANDING OR POSITIONING I DON'T KNOW

Step 3: Application and reasoning

• Why have they adopted this marketing concept? Deployed it because

• want to "recreate that excitement of being in the studio" - creating headphones for the music community. From the choice of the product name from "beats" to the choice of co-founders "Dr. Dre" and "Jimmy Iovine", it's a powerful brand name. They're powerful icons for the music community by creating great beats for a variety of successful artists. When buy the product, consumers may perceive themselves to be among the exclusive group of people who use the brand.

• Iovine felt two problems: firstly the degradation of record sales due to piracy and because of Apples plastic ear buds which are garb. Their headphones communicate a psychological benefit